By not marketing it as a replacement for the 7, Apple has managed to significantly bump the price of the device with barely anyone the wiser. Anyone hazard a gu

By not marketing it as a replacement for the 7, Apple has managed to significantly bump the price of the device with barely anyone the wiser. Anyone hazard a guess at the increase in apples profit margin on the X. The price appears to have gone up significantly, for a comparatively small increase in BOM cost. Even if you question their design decisions, it's hard to fault their product strategy